Skid Pro Attachments is a family-owned manufacturer of skid steer attachments serving industrial and agricultural markets across North America. With 50-plus employees and thousands of sales orders processed annually, Skid Pro runs its operations through NetSuite and, by 2024, needed a commercial layer to match its operational scale.
The Challenge
By mid-2024, Skid Pro was hitting a wall. Years of scaling through NetSuite had produced a mature ERP, but no CRM, no marketing infrastructure, and zero commercial visibility. Leadership recognized the gap had become a growth blocker and brought in INSIDEA to diagnose it before building anything.
A pre-build audit uncovered six structural problems that had been compounding for years: no lead scoring, email program, or attribution tracking; SKU inconsistencies silently breaking product matching across systems; pricing data living in a separate NetSuite price-level table the native connector could not extract; a 2-to-4 hour order sync delay leaving sales reps blind during live customer calls; no permission framework protecting margin-sensitive fields from 22 incoming CRM users; and a NetSuite tax matrix of 8,500-plus codes HubSpot could not natively reconcile.
By late 2024, leadership had reached a hard decision point. The business had outgrown its operating model, and the next growth phase, expanding the dealer network and scaling the sales team, could not happen without the commercial infrastructure that simply did not exist.
Fig. 1: Skid Pro Revenue Operations Architecture
The Solution
INSIDEA deployed a three-phase implementation built on a single guiding principle: no workflow is activated until the underlying data model is sound.
Phase 1 (June–August 2024) stood up the Marketing Hub Enterprise with HubSpot Ads integration for LinkedIn and Google, an advanced behavioral and demographic lead-scoring model, SLA-based lead-response workflows, automated territory-based lead routing, email sequences, and native NetSuite integration covering five core objects.
Phase 2 (June–August 2024) deployed Sales Hub Professional: a custom pipeline with defined stage criteria, HubSpot Meetings for prospect self-booking, multi-step outreach sequences, deal-stage automation, and full role-based access control across 35 reps onboarded in six weeks.
Phase 3 (October 2025 onward) added a custom Azure-hosted API layer for the four objects where the native connector was structurally outmatched, real-time webhook-based order sync, pricing extraction from NetSuite's price-level table, SKU-based record matching, and a custom Gong AI call intelligence integration delivering faster signal to HubSpot than the native Gong path.
Fig. 2: Daily NetSuite-to-HubSpot Object Synchronization Activity
Fig. 3: Custom Sales Pipeline Built for Manufacturing Revenue Operations
Fig. 4: Behavioral and Demographic Lead Scoring Framework
The Results
| Metric | Before | After | Change |
|---|---|---|---|
| Sales order sync latency | 2–4 hours | Under 5 minutes | 95% reduction |
| Product matching accuracy | Failing, no unique identifier | 100% | Baseline to full accuracy |
| Records in active sync | 0 | 220,439 | Net new |
| Marketing-influenced pipeline | $0 | 45% of qualified opportunities | Net new |
| Sales Hub users live | 0 | 35 under role-based permissions | Net new |
| Margin-data exposure incidents | High risk | Zero since go-live | Risk eliminated |
The 95% reduction in sync latency alone transformed order-status conversations from moments of uncertainty into routine interactions. With 45% of qualified opportunities now showing marketing influence, marketing has become a measurable revenue channel for the first time in the company’s history, a channel that previously contributed zero attributable pipeline.
How AI is Built Into the Architecture
AI is live in production today, built on clean, real-time data so every signal is trustworthy and actionable.
| Capability | What It Does |
|---|---|
| Behavioral + demographic lead scoring | Automatically prioritizes inbound leads based on form fills, page views, email engagement, and ad clicks |
| SLA-based response workflows | Enforces rep response times against lead score, no manual prioritization |
| Automated lead routing | Territory and context-based assignment with zero manual intervention since activation |
| Gong AI call intelligence | Call summarization, deal risk detection, and competitor mentions synced to HubSpot faster than the native path, same-day signal for sales managers |
| Real-time webhook infrastructure | The data freshness foundation that makes downstream AI reliable, and is built specifically for AI consumption |
Phase 4 will deploy Breeze AI Agents, predictive deal scoring, and AI-powered lead routing directly on top of this foundation, additive layers on an architecture already proven in production.
The Impact
“Insidea, without a shadow of a doubt, was the best integration experience I have ever had. They were timely, responsive, and incredibly knowledgeable on the product.” — Chad Peterson, Marketing and Technology Lead, Skid Pro Attachments
Sales reps now operate with live operational truth. Marketing is a measurable revenue channel. And Skid Pro can grow its sales team without growing its financial exposure risk, margin data is protected by architecture, not policy.
Phase 4 is already scoped to ensure Skid Pro continues to grow on this foundation: Breeze AI agents for customer handoff, deal analysis, and company research; AI-powered lead routing replacing static territory assignment with dynamic, context-aware logic; predictive deal scoring on the now-clean pipeline; and a unified RevOps dashboard covering attribution, pipeline, closed revenue, and retention in one view. Each is an additive layer with no rebuilding required.
HubSpot Solutions Directory · 5 Stars · Aug 23, 2024 · Chad Peterson, Marketing and Technology Lead of Skid Pro Attachments Fig. 5: HubSpot Solutions Directory Client Review
Fig. 5: HubSpot Solutions Directory Client Review
Video Testimonial · Aug 23, 2024 · Chad Peterson,IT & IS Manager of Skid Pro Attachments
How INSIDEA works
